B2B Articles - August 28, 2013

Variables to increase your PPC quality score with Adwords

By Imran Tahir

Consumers market specific products to specific people which in turn generates specific searches... specificity is key.

A quality score is an estimate of how relevant your ads, keywords, and landing pages are to a person viewing your it. One of the most important contributing factors to your Quality Score (QS) is your Click-Through-Rate (CTR), essentially if you have a higher CTR you will in turn generate a higher QS. Maintaining a high QS not only helps boost a great customer experience but also proves to be a efficient way of marketing without necessarily breaking the bank.

In todays world, searches are becoming more and more targeted towards the individual needs of consumers. For example, in regards to search, “socks” are being replaced by “comfy socks” or “striped socks”...It’s a shift that has sprung upon the industry due to an environment we live in which is highly customizable. Consumers are finding it easier to penetrate a specific demographic as opposed to a large one. With the trend of products becoming more and more specific towards a targeted consumer, it is only normal for searches to be in according to that. Thus, having an increased QS and maintaining it is an important tactic to focus on when tracking progression of your ads.

Variables to help increase your PPC quality score:

  • Your keyword's past click-through-rate (CTR): How often that keyword led to clicks on your ad
  • Your display URL's past CTR: How often you received clicks with your display URL
  • Your account history: The overall CTR of all the ads and keywords in your account
  • The quality of your landing page: How relevant, transparent, and easy-to-navigate your page is
  • Your keyword/ad relevance: How relevant your keyword is to your ads
  • Your keyword/search relevance: How relevant your keyword is to what a customer searches for
  • Geographic performance: How successful your account has been in the regions you're targeting
  • Your ad's performance on a site: How well your ad's been doing on this and similar sites (if you're targeting the Display Network)
  • Your targeted devices: How well your ads have been performing on different types of devices, like desktops/laptops, mobile devices, and tablets – you get different Quality Scores for different types of devices

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